TEDYouth 2011
Kevin Allocca: Why videos go viral
Kevin Allocca: Kuidas video saab hitiks
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Kevin Allocca on YouTube'i trendimänedžer ja tal on sügavaid mõtteid kentsakate veebivideote kohta. Oma kõnes TEDYouth konverentsil toobb ta neli põhjust, miks mõni video saab üleöö populaarseks. (See on esimene kõne vaimustavalt TEDYouth konverentsilt. Veel palju teisigi lisandub järgmisel kuul seoses TED-Edi käivitumisega. Me ei jõua ära oodata ...)
Kevin Allocca - Head of Culture & Trends, YouTube
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
Kevin Allocca is YouTube's expert on the intersection of web video and global culture Full bio
Double-click the English transcript below to play the video.
00:15
Hi. I'm Kevin Allocca, I'm the trends manager at YouTube,
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Tere, olen Kevin Allocca, töötan
trendimänedžerina YouTube'is
trendimänedžerina YouTube'is
00:18
and I professionally watch YouTube videos.
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ja mu tööks on vaadata YouTube'i videoid.
00:20
It's true.
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See on tõsi.
00:22
So we're going to talk a little bit today about how videos go viral
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Räägime täna sellest, kuidas
videod üleöö populaarseks saavad
videod üleöö populaarseks saavad
00:25
and then why that even matters.
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ja miks on see oluline.
00:27
We all want to be stars --
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Me kõik tahame olla staarid -
00:29
celebrities, singers, comedians --
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kuulsused, lauljad, koomikud.
00:32
and when I was younger, that seemed so very, very hard to do.
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Kui ma noor olin, tundus selle
saavutamine peaaegu võimatu.
saavutamine peaaegu võimatu.
00:35
But now Web video has made it
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Kuid nüüd võib tänu veebivideole
igaüks või igaühe looming
igaüks või igaühe looming
00:37
so that any of us or any of the creative things that we do
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00:39
can become completely famous
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saavutada suure tuntuse,
00:41
in a part of our world's culture.
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saada maailmakultuuri osaks.
00:43
Any one of you could be famous on the Internet
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Igaüks meist võib saada
internetis kuulsaks
internetis kuulsaks
00:45
by next Saturday.
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järgmiseks laupäevaks.
00:47
But there are over 48 hours of video uploaded to YouTube
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Kuid YouTube'i laaditakse minutis
üle 48 tunni videoid.
üle 48 tunni videoid.
00:49
every minute.
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00:51
And of that, only a tiny percentage
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Neist vaid tühine protsent
00:53
ever goes viral and gets tons of views and becomes a cultural moment.
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saab hitiks, kogub tuhandeid vaatamisi
ning saab osaks kultuurist.
ning saab osaks kultuurist.
00:56
So how does it happen?
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Kuidas see toimub?
00:58
Three things:
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Tänu kolmele asjale:
01:00
tastemakers, communities of participation
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trendiloojatele, osalejate kogukondadele
01:02
and unexpectedness.
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ja ettenägematusele.
01:04
All right, let's go.
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Olgu, alustame.
01:06
(Video) Bear Vasquez: Oh, my God. Oh, my God.
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(Video)
Karu Vasquez:
"Oh, Jumal, oh, Jumal...
"Oh, Jumal, oh, Jumal...
01:10
Oh, my God!
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Issand Jumal!
01:13
Wooo!
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Uuuu!
01:15
Ohhhhh, wowwww!
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Ouuuuu, vauuuuu!
KA: Eelmisel aastal postitas
Karu Vasquez video,
Karu Vasquez video,
01:20
KA: Last year, Bear Vasquez posted this video
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01:22
that he had shot outside his home in Yosemite National Park.
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mille ta filmis oma õuel
Yosemite rahvuspargis.
Yosemite rahvuspargis.
01:25
In 2010, it was viewed 23 million times.
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2010. aastal vaadati
seda 23 miljonit korda.
seda 23 miljonit korda.
01:28
(Laughter)
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(Naer)
01:30
This is a chart of what it looked like
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Siin on graafik, kuidas see sai popiks
eelmisel suvel.
eelmisel suvel.
01:32
when it first became popular last summer.
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01:35
But he didn't actually set out to make a viral video, Bear.
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Aga Karul polnud muidugi
alguses plaanis teha hittvideot.
alguses plaanis teha hittvideot.
01:38
He just wanted to share a rainbow.
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Ta lihtsalt tahtis jagada oma vikerkaart.
01:40
Because that's what you do when your name is Yosemite Mountain Bear.
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Sest seda tuleb ju teha, kui
su nimi on Yosemite'i Mägikaru.
su nimi on Yosemite'i Mägikaru.
01:42
(Laughter)
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(Naer)
01:44
And he had posted lots of nature videos in fact.
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Tegelikult on ta postitanud
palju loodusvideoid.
palju loodusvideoid.
01:47
And this video had actually been posted
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Ja selle video postitas ta
tegelikult juba jaanuaris.
tegelikult juba jaanuaris.
01:49
all the way back in January.
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01:52
So what happened here?
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Mis siis juhtus siin?
01:54
Jimmy Kimmel actually.
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Jimmy Kimmel juhtus.
01:56
Jimmy Kimmel posted this tweet
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Jimmy Kimmel postitas säutsu,
01:58
that would eventually propel the video to be as popular as it would become.
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mis andis selle video
populaarsusele avalöögi.
populaarsusele avalöögi.
02:01
Because tastemakers like Jimmy Kimmel
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Sest trendiloojad nagu Jimmy Kimmel
02:04
introduce us to new and interesting things
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tutvustavad meile uusi huvitavaid asju
02:06
and bring them to a larger audience.
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ja toovad need laia publiku ette.
02:08
(Video) Rebecca Black: ♫ It's Friday, Friday. Gotta get down on Friday. ♫
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(Video) Rebecca Black: ♫ On reede,
reede. Kätte jõudnud reede. ♫
reede. Kätte jõudnud reede. ♫
02:12
♫ Everybody's looking forward to the weekend, weekend. ♫
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♫ Kõik juba ootavad nädala lõppu, lõppu. ♫
02:17
♫ Friday, Friday. Gettin' down on Friday. ♫
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♫ Reede, reede. Kätte jõudnud reede. ♫
02:21
KA: So you didn't think that we could actually have this conversation
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KA: Sa ju ei arvanud,
et saame selle teema puhul
et saame selle teema puhul
02:24
without talking about this video I hope.
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mööda minna sellest videost.
02:26
Rebecca Black's "Friday" is one of the most popular videos of the year.
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Rebecca Blacki "Reede" on üks
popmaid videoid sel aastal.
popmaid videoid sel aastal.
02:29
It's been seen nearly 200 million times this year.
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Seda on tänavu vaadatud
ligi 200 miljonit korda.
ligi 200 miljonit korda.
02:32
This is a chart of what it looked like.
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Selline näeb välja graafik
02:34
And similar to "Double Rainbow,"
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ja sarnaselt "Topeltvikerkaarega"
02:36
it seems to have just sprouted up out of nowhere.
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paistab see üleskargavat tühja koha pealt.
02:40
So what happened on this day?
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Mis tol päeval juhtus?
02:42
Well it was a Friday, this is true.
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Oli reede, tõsi.
02:45
And if you're wondering about those other spikes, those are also Fridays.
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Ja kui sa imestad neid teisi tippe,
siis need on samuti reeded.
siis need on samuti reeded.
02:48
(Laughter)
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(Naer)
02:53
But what about this day,
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Aga mis toimus sel päeval,
02:55
this one particular Friday?
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sel konkreetsel reedel?
02:57
Well Tosh.0 picked it up, a lot of blogs starting writing about.
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Tosh.0 mainis seda ja
sellest hakati blogima.
sellest hakati blogima.
Michael Nelson telesarjast
"Mystery Science Theater"
"Mystery Science Theater"
03:00
Michael J. Nelson from Mystery Science Theater
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03:02
was one of the first people to post a joke about the video on Twitter.
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oli esimene, kes postitas
nalja video kohta Twitterisse.
nalja video kohta Twitterisse.
03:06
But what's important is that an individual or a group of tastemakers
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Tähtis on see, et üks või
rühm trendiloojaid võtsid sõna
rühm trendiloojaid võtsid sõna
03:08
took a point of view
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03:10
and they shared that with a larger audience, accelerating the process.
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ja jagasid seda laiema kuulajaskonnaga,
kiirendades protsessi.
kiirendades protsessi.
03:13
And so then this community formed
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Ja siis moodustus kogukond,
03:15
of people who shared this big inside joke
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kes jagas omavahel seda sisenalja,
03:17
and they started talking about it and doing things with it.
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ja nad hakkasid sellest rääkima
ja igasugu asju tegema.
ja igasugu asju tegema.
03:20
And now there are 10,000 parodies of "Friday" on YouTube.
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Ja nüüd on YouTube'is ligi
10 000 "Reede" paroodiat.
10 000 "Reede" paroodiat.
03:23
Even in the first seven days,
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Juba esimese seitsme päeva jooksul
03:25
there was one parody for every other day of the week.
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oli seal üks paroodia
iga teise nädalapäeva kohta.
iga teise nädalapäeva kohta.
03:28
(Laughter)
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(Naer)
03:32
Unlike the one-way entertainment of the 20th century,
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Erinevalt 20. sajandi
ühesuunalisest meelelahutusest,
ühesuunalisest meelelahutusest,
03:35
this community participation
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annab selline kogukondlik osalemine,
03:37
is how we become a part of the phenomenon --
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võimaluse fenomenis kaasa lüüa -
03:39
either by spreading it or by doing something new with it.
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kas seda levitades või
tehes sellest midagi uut.
tehes sellest midagi uut.
03:42
(Music)
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(Muusika)
03:51
So "Nyan Cat" is a looped animation
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"Mjäu kiisu" on korduv animatsioon
03:54
with looped music.
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koos korduva muusikaga.
03:56
It's this, just like this.
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See lihtsalt ongi.
03:58
It's been viewed nearly 50 million times this year.
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Seda on vaadatud sel
aastal ligi 50 miljonit korda.
aastal ligi 50 miljonit korda.
04:02
And if you think that that is weird,
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Ja kui sa arvad, et see on imelik,
04:04
you should know that there is a three-hour version of this
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siis tea, et sellest
on ka 3-tunnine versioon,
on ka 3-tunnine versioon,
04:06
that's been viewed four million times.
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mida on vaadatud 4 miljonit korda.
04:08
(Laughter)
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(Naer)
04:11
Even cats were watching this video.
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Isegi kassid vaatavad seda videot.
04:13
(Laughter)
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(Naer)
04:17
Cats were watching other cats watch this video.
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Kassid vaatavad, kuidas
teised kassid vaatavad videot.
teised kassid vaatavad videot.
04:21
(Laughter)
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(Naer)
04:29
But what's important here
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Kuid tähtis on siinjuures
see loovus, mis lahvatas
see loovus, mis lahvatas
04:32
is the creativity that it inspired
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04:34
amongst this techie, geeky Internet culture.
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tehno-giikide internetikultuuris.
04:37
There were remixes.
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Tehti remikse.
04:39
(Laughter)
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(Naer)
04:41
Someone made an old timey version.
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Keegi tegi vanaaegse versiooni.
04:44
(Laughter)
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(Naer)
04:46
And then it went international.
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Ja siis see muutus rahvusvaheliseks.
04:49
(Laughter)
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05:03
An entire remix community sprouted up
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Tekkis terve remiksijate kogukond
05:06
that brought it from being just a stupid joke
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ja muutis selle, mis
alguses oli vaid rumal nali,
alguses oli vaid rumal nali,
05:09
to something that we can all actually be a part of.
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millekski, milles me kõik saame osaleda.
05:11
Because we don't just enjoy now,
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Nüüd me üksnes ei naudi,
05:13
we participate.
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vaid ka osaleme.
05:18
And who could have predicted any of this?
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Ja kes oleks osanud
midagi sellist ennustada?
midagi sellist ennustada?
05:20
Who could have predicted "Double Rainbow" or Rebecca Black
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Kes oleks ennustanud "Topeltvikerkaart",
Rebecca Blacki või "Mjäu kiisut"?
Rebecca Blacki või "Mjäu kiisut"?
05:22
or "Nyan Cat?"
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05:24
What scripts could you have written
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Milline oleks olnud see stsenaarium,
05:26
that would have contained this in it?
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kus kõik see oleks sees olnud?
05:29
In a world where over two days of video
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Maailmas, kus kahe päeva jagu videoid
05:31
get uploaded every minute,
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laaditakse üles iga minut,
05:33
only that which is truly unique and unexpected
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saab vaid see, mis on tõesti
eriline ja ootamatu,
eriline ja ootamatu,
05:35
can stand out in the way that these things have.
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tõusta esile nagu need videod.
05:38
When a friend of mine told me that I needed to see this great video
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Kui sõber ütles, et pean
vaatama seda super videot
vaatama seda super videot
05:41
about a guy protesting bicycle fines in New York City,
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noormehest, kes protestib
rattatrahvi vastu New Yorgis,
rattatrahvi vastu New Yorgis,
05:44
I admit I wasn't very interested.
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siis polnud ma eriti huvitatud.
05:46
(Video) Casey Niestat: So I got a ticket for not riding in the bike lane,
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(Video) Casey Niestat: Sain trahvi,
sest ei sõitnud rattarajal.
sest ei sõitnud rattarajal.
05:49
but often there are obstructions
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kuid sageli on seal takistusi,
05:51
that keep you from properly riding in the bike lane.
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mis ei lase sul normaalselt
rattarajal sõita.
rattarajal sõita.
05:54
(Laughter)
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(Naer)
KA: Oma üllatusliku ja humoorika videoga
06:08
KA: By being totally surprising and humorous,
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06:10
Casey Niestat got his funny idea and point
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on Casey Niestat pannud inimesi
06:14
seen five million times.
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vaatama oma lugu 5 miljonit korda.
06:16
And so this approach holds
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Selline lähenemine toimib
06:18
for anything new that we do creatively.
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kõige uue puhul, mida
me loominguliselt teeme.
me loominguliselt teeme.
06:20
And so it all brings us
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Ja see kõik viib meid
06:22
to one big question ...
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ühe suure küsimuse ette ...
06:24
(Video) Bear Vasquez: What does this mean?
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(Video) Karu Vasquez: Mida see tähendab?
06:27
Ohhhh.
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Ahhh...
06:29
(Laughter)
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(Naer)
06:32
KA: What does it mean?
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KA: Mida see tähendab?
06:35
Tastemakers, creative participating communities,
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Trendiloojad, osalusloomingu kogukonnad,
06:38
complete unexpectedness,
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täielik ootamatus,
06:40
these are characteristics of a new kind of media and a new kind of culture
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need on tunnusjoonteks uuele
meediale ja uuele kultuurile,
meediale ja uuele kultuurile,
06:43
where anyone has access
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millele igaühel on ligipääs
06:45
and the audience defines the popularity.
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ja kus publik otsustab populaarsuse.
06:47
I mean, as mentioned earlier,
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Nagu varem mainisin,
06:49
one of the biggest stars in the world right now, Justin Bieber,
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alustas maailma üks suurimaid
staare, Justin Bieber, YouTube'is.
staare, Justin Bieber, YouTube'is.
06:51
got his start on YouTube.
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06:53
No one has to green-light your idea.
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Pole vaja, et keegi su ideele
rohelist tuld näitaks.
rohelist tuld näitaks.
06:56
And we all now feel some ownership
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Ja me kõik tunneme,
06:58
in our own pop culture.
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et meie popkultuur on meie endi oma.
07:00
And these are not characteristics of old media,
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Ja need pole vana meedia tunnusjooned,
07:02
and they're barely true of the media of today,
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need peavad vaevalt paika tänapäeval,
07:05
but they will define the entertainment of the future.
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kuid kindlasti määratlevad
need meelelahutust tulevikus.
need meelelahutust tulevikus.
07:07
Thank you.
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Aitäh.
07:09
(Applause)
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(Aplaus)
ABOUT THE SPEAKER
Kevin Allocca - Head of Culture & Trends, YouTubeKevin Allocca is YouTube's expert on the intersection of web video and global culture
Why you should listen
Kevin Allocca is an author and technology professional and is currently the Head of Culture & Trends at YouTube, where he tracks popular video phenomena and manages trending content initiatives. He is YouTube's expert on the intersection of web video and global culture, and is often cited in the press on subjects of virality, popularity and breaking news.
His book, VIDEOCRACY: How YouTube Is Changing the World . . . with Double Rainbows, Singing Foxes, and Other Trends We Can’t Stop Watching, which explores YouTube's most interesting trends and the impact of video on our culture, was published by Bloomsbury in 2018.
Kevin Allocca | Speaker | TED.com